Queenstown marketer Dave Hockly wants to help small
businesses grow. Photo by Olivia Caldwell.
One Queenstown man is taking advantage of the tourist
centre's growing reputation as a business district by helping
small businesses market themselves.
Originally from Wellington, Dave Hockly (24) said he had
always had a passion for the small guy in business, which led
him to create his own brand, emanbee, during his university
Emanbee is an online marketing service for small Kiwi
businesses to help create the online strategies, websites,
mobile sites, and social media sites needed for business
Mr Hockly has now set up for good in Queenstown and hopes to
gain clients from businesses ranging from small to large.
''I fell in love with marketing at Victoria uni in
Wellington. The strategies and thinking behind really clever
branding and business is what I am focused on.''
''Once I got out of uni, I realised there was a big
difference between the textbook marketing and real-life small
Kiwi businesses, which our economy is built on.''
His passion for marketing led to his success in small
businesses Twin Rivers and Sycamore. He still has marketing
and directing roles in both of them.
After university, Mr Hockly had done some study of his own
and become savvy about the online world.
''I continually read, as I'm on a mission to master small
business marketing. Online is a crazy world, because
information is free and often it's more up-to-date and
relevant than a lot of books.
''That's because the internet has transformed the way we
communicate. It's in real time.''
For the reason of immediacy, Mr Hockly said he would like to
teach his customers how to use the websites he would create
for them, as well as help with branding.
''If I can't do something, I can't expect my customers to be
able to use it. So I want to be able to show them exactly how
to use these tools at minimal cost to them.''
He said marketing brands like Swordfox and Fluid were
inspirational in his own thinking and he would like to get to
a similar position in his own business one day.
''The trick is to grow organically, get a portfolio and get
people talking about your business.''
He said marketing was not about ''paying big dollars for
billboards and TV adds that you can't measure the effect of''
and the online world was where a small business succeeded or
''If you're a hairdresser, for example, people will ask their
friends or Google `haircut Queenstown'. You want your
business to be one of the first to pop up on their screens.''
About 10.3 billion searches are made on Google a month, many
of which are local, for local products, and 63% of those
local searches result in purchases he said.
His aim was not to sign up big-paying corporate clients but
to ''work with business owners that are passionate about what
''There is so much great stuff you can do in terms of
marketing with such a small budget. I'm talking good-looking,
fully functional websites.''
''You can compete with the big boys if you're creative
Mr Hockly said he wanted to target Queenstown businesses
because there was a clear growing business market, as well as
many choosing to locate there for the lifestyle.
''If you love to wakeboard on the lake, use your business to
share and promote that lifestyle. If you're bored by your
marketing, then so is everyone else.
''Marketing strategy will tell you to appeal to people's core
emotions and there is so much of that to be done in a place
like this. We are the envy of the world.''